Rolling out
a national rebrand

With a national portfolio of 230 locations across Australia, the rebrand of Beaurepaires needed to honour its heritage while also evolving its in-store customer experience.

Beaurepaires engaged Diadem to both reinforce its brand and refine its customer experience. From the subtle choices of timber to the bold colour scheme, these new branded environments have translated to improved customer engagement and measurable business results.







An iconic

Beaurepaires is Australia’s most trusted tyre provider and the largest retail organisation in the country to receive the quality accreditation ISO 9001:2000. Founded by Olympian, Sir Frank Beaurepaire in 1922, today Beaurepaires is the flagship retail network of the Goodyear & Dunlop Group.

The Beaurepaires rebranded environments saw its signature blue evolve to a striking orange identity, making its property assets unmistakable.

Creating a

The new branded environments went beyond a mere colour update. Beaurepaires wanted to create a new kind of space that was welcoming, open and conducive to conversation.

Market research had revealed a level of intimidation some consumers felt when walking into a tyre showroom. To counter this, new store layouts and atmospherics were critical. We worked with Beaurepaires to create environments that are warm, approachable and welcoming.

Design for the
customer journey

To create environments in line with Beaurepaires’ brand strategy, values and aspirations, Diadem undertook in-depth research into the customer journey. The result was an interiors strategy that optimised both the customer experience and the brand at every touchpoint.

Dynamic graphic imagery, combined with new point of sale fixtures, resulted in a cohesive retail experience.


  • Customer experience research & analysis
  • Customer journey review & planning
  • Interior design
  • Point of sale design
  • Construction documentation
  • Tender
  • Project management
  • Execution


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